Why Google needs hardware

Why Google needs hardware

Why Google needs hardware

Do you think you have mastery in web search and email, Chrome development and YouTube plus a car project? Will self-driving cars and the biggest marketing business in the history of the world be enough to keep Google busy? You definitely don’t think that the people of Mountain View have suddenly started wanting to enter the field of smartphones. This field is a highly developed market that is dominated by Samsung and Apple. It is not profitable for any other actor; However, thanks to Android, Google is present in this highly competitive field.

And now Google just a few days ago and in At its Wednesday event, its second generation of smartphones, the Pixel 2 and the Introduced Pixel 2 XL. In addition to the new Pixels, the company also unveiled a Chrome operating system-based laptop called the Pixelbook, the DDream augmented reality headset, and the Google Home Mini smart speaker. By hiring 2,000 HTC engineers, Google has been able to build more hardware at a high speed. right or wrong, smart or stupid; Google is now a hardware company.

Of course you are right. Google is not a newcomer in the field of hardware. The Nexus team is responsible for making phones, and the Pixel team is making Chromebooks, tablets, and now phones. The Ara team, which is part of Google’s ATAP unit, was trying to build their own phones. Another team is responsible for Chromecast. One team has been working on Google Wi-Fi and another team has been working on Daydream headset. Do you also remember the failed Nexus Q setbox? Yes, all the mentioned products are made by Google. All these products followed the same goal. They sought to show developers and users how well Google’s software could run on the right hardware. But the main problem was that all these were insignificant and limited products that hardly led to the formation of much innovation in the market. But in 2016, the tide turned, and Google finally took its destiny more firmly in its own hands.

As they say, hardware is, as the name suggests, a tough, low-margin, but extremely important business. Making gadgets at home gives Google the opportunity to prove itself beyond the capabilities of all its partners. Most importantly, this move gives Google the chance to control its own destiny for an increasingly uncertain time.

As new technologies come with mobile phones, Google wants to make sure its advanced hardware, whether it’s a smart speaker, augmented reality headset, Tango or even the Internet of Things, stands out.

Google needs Samsung and loves Samsung; But as the owner and operator of a platform, it does not want to be completely dependent on Samsung.

Samsung, except for the Play Store software store and irreplaceable applications It rarely needs Android.

Depending on Samsung is a dangerous game. Galaxy products, the most popular Android phones ever and the main competitor of iPhone are. But every year you can feel the gradual distance of Samsung from Google. Samsung now has Bixby, its own smart assistant, which directly competes with Google Assistant and is gradually finding its main place in the company’s phones. In addition, Samsung has also created its own browser, email management and messenger application. If Samsung is not trying to reduce its dependence on Google products, these proprietary applications will be completely useless. Samsung has its Gear VR in front of the DDream headset. The Koreans have a dedicated smart home platform that directly competes with Nest, Android Things, and other Google smart home products. Over the past few years, Samsung has been hard at work developing Tizen, its proprietary operating system that currently runs on the company’s wearables. Except for the Play Store software store and its irreplaceable apps, Samsung rarely needs Android.

Soon, other companies will start to reduce their dependence on Android. New platforms such as Amazon’s Alexa have become a serious threat against Google. Alexa can guide you through Google Maps or other map apps. You can listen to Google Play Music or Spotify. If you buy an Echo, Amazon’s smart speaker, you might one day never use Google again and probably not even know it.

Google can go to HTC, LG and other companies. With their cooperation, make phones and speakers and help the growth of competitors. For years, Google has been trying to motivate others with the Nexus program and convince them to build stronger, more efficient and better Android phones; But in the end, Galaxy products have been the main choice of users.

Therefore, not entering the field of hardware entails these risks. In addition, making exclusive hardware is also an opportunity for this company. Look at how Apple has spent the last decade trying to achieve as much integration as possible between its products. Cupertino residents not only design and manufacture their own phones; They are also responsible for providing the most important internal components. By any measure, the latest generation iPhone is the most powerful smartphone on the market thanks to its proprietary A11 Bionic processor. While other companies have always been trying to differentiate their products from the competition, Apple has gone above and beyond to a completely different level. For this reason, their augmented reality technology has a very good performance, iPhone cameras are always the best examples in the market, and even some minor but important things such as stable Bluetooth connection are possible in their phones.

as the next course As technology comes, this kind of power and control becomes more important. Horace Dedio, an Apple product analyst, recently wrote: “Miniature AirPods, smartwatches, augmented reality and adaptive acoustics all require a thorough understanding of all their intricacies. The integration and control that this requires is at odds with modular design and the incorporation of non-customized components.” Keep an eye out for the next version of Google Glass. Making such a product requires special measures in terms of battery, processor, display, camera, etc. The non-customized version of these glasses seems to be a good product. But making a customized and marketable version that is made in-house and in collaboration with the software, firmware and wireless teams will bring a completely different result.

Now Google is louder. It can claim, “We’re a hardware company.”

Now, the same reason that compelled Google to build a smartphone led to Andy Robin’s Essential Phone. This reason has encouraged others to enter this huge market. This reason is nothing but having a dedicated phone. Apparently, Google thinks that it is big and popular enough that it can secure its foothold in this market at the beginning of its entry and take at least a share of the world of advanced smartphones. But this part is actually the easy part. The first generation of Pixel was made by HTC. The result of their work was the creation of a unique phone. In addition to HTC, LG has also been responsible for this important task in the second generation. However, according to Google’s claim, this company itself has been responsible for the construction and design of the new pixels. Despite Google’s acquisition of a part of HTC, this is not an irrelevant claim. In any case, the main reason for making all the parts of a phone at home is the ability to control and monitor the product from the most basic stage of development to its release on the market. Recently, it was announced that Google has acquired a part of the HTC company. Now the company can claim more loudly that “we are a hardware company.” HTC has been making amazing phones for a decade. But at the same time, Samsung’s marketing unit was busy increasing its share of the market with a coherent and strong plan. Thanks to some wrong decisions and a very bad marketing plan, HTC was not very successful in attracting the attention of customers, and despite the high quality of its products, it has always faced crises and challenges in recent years. Pixel is considered a unique phone; But due to several reasons including limited supply, it could not experience high sales as expected. Google has not announced the exact sales statistics of Pixels; But an estimate indicates the presence of one million pixel devices in the market; While some other estimates indicate the existence of 3 to 5 million devices. As mentioned, the main reason for this issue is Google’s inability to provide the needed inventory for this phone. This issue is one of the negative aspects of the lack of management and supervision in the hardware sector. In any case, as Greengart says, “Google has certainly never been a major player in the high-end phone market. In China, one of the largest markets in the world, Google is not considered an actor at all. I don’t think Huawei, Xiaomi or Oppo are worried about Google. However, Apple and Samsung have not yet given up the field there.”

But Google should try. As we’ve seen many times, the best products come from companies that are responsible for both hardware and software. These two parts work together to improve and enhance each other, and Samsung and Apple are aware of this. We are gradually entering the next era of technology; Where smartphones pave the way for smart watches, speakers, lamps and smart cars. In this era, there is no room for oversized components or inefficient software. The winners of this stage are the companies that do the best in software development, hardware, marketing and overall. Apple did this with phones and became the richest company in the world. Now luck is knocking on the heads of the companies once again.

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